Creating a Spa menu that captures the imagination

Have you ever kept a Spa menu as a keepsake souvenir simply because you loved the Design and the positive experience that the treatment offered? It captured your senses and brought you on a journey into the world of relaxation through soothing scents, touch therapy, great imagery and nourishing enticing treatments listings. I have many in my drawers at home!

Or perhaps you have walked away from a Spa slightly underwhelmed by the Treatment menu. It felt a bit unoriginal or perhaps you simply didn’t ‘fully get’ what the Spa was offering.

A treatment menu can often be the first guest impression (both printed and online) of a Spa and Wellness space, it’s therefore crucial to get it right from the outset. It’s your key sales and marketing tool and therefore has the power to attract business when done right and it will loose business if it does not meet guest expectations.

 

 

 

A treatment menu should clearly describe ‘treatment offering and benefits’. It should capture the imagination through the senses with imagery and words that convey relaxation and rejuvenation. It should entice, educate and ultimately after reading make you want to book a particular treatment that stands out for you. A treatment that offers your guest what they need at that point in time. A successful Spa treatment menu should not leave a guest second guessing what the treatment does for them or having to ask what for further explanation! However often a Spa treatment menu fails to deliver these core elements.

 

What makes a successful Spa treatment menu?

Key points to look at;

 

YOUR GUEST

Know your guest inside out. Who is your target market? Demographic, age, interests etc This is key in creating a menu that helps their Wellness needs. What are their pain points in Wellness? With this information you can start to develop a Treatment listing that should offer balanced service for Body and face and experiences. Otherwise you are shooting in the dark creating a ‘one for all menu’ that may need revising leading to wasting time and resources further down the line.

RESEARCH

Spa research analysis is key before you set up a Treatment menu. Who are your competitors? Ensure your menu is ‘unique’ to your ideal guest.

CONCEPT

The Spa concept should be woven beautifully through the treatment and guest experience menu which will drive and anchor Spa treatments and create a strong point of differentiation. Simple, clear concepts are often the best. For example if you are calling yourself a Sustainable Spa ensure your treatment menu and Spa products and guest experience reflect this.
Key Elements for Spa Treatment menu

LESS IS MORE

Keep it simple. Language should not be a barrier and treatments should be explained clearly with benefits. Keep menu short.

PROFESSIONAL

I believe it’s crucial a Wellness expert creates a Treatment Spa menu listing. Someone who understands body and skin Treatments, guest expectations and Spa concept and simply Wellness. Get menu proof checked by professional, typos, spelling mistakes can be really off putting especially if you are calling yourself a ‘Luxury Spa’. Ensure pricing is correct and Spa Treatment duration. The design should tie in with your concept and is engaging and on brand and designed professionally.

 

PRICING

Spa profit margins will help to dictate your Spa pricing Treatment menu alongside it’s positing in the Spa market. A pricing strategy will help keep Treatment pricing on track.

CATEGORISE

Divide you Spa offering into Categories that are easy to read, find and skim.

eg. Skin, Body, Experiences, products

For online menus- Allow guests to book directly and ensure they receive a confirmation

FRESH & AUTHENTIC

Don’t be afraid to be original with your Treatment planning, authenticity is key. If you are offering Luxury treatments, your guests have high expectations that need to be met and delivered. Keep the menu fresh, offering enticing treatments, e.g treatment of the month. Be careful not to chop and change the menu regularly as this can be off putting and confusing for regulars. From an operation point of view allow time to see which treatments are working.

REVIEW AND REVIEW MORE!

Alongside the development of your Spa Treatment menu, it’s good practice to review it regularly once complete. Which are your most popular treatments, listen well to guest feedback.

 

 

Thank you for reading :) Love to hear your thoughts.

Yasmina

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About:

Yasmina offers 1-1 Consultations for Luxury Hotels to help curate the Wellness journey for guests.

Email: [email protected]

Find out more here: https://thewellnesscircle.ie/services/wellness-services/

Instagram for visual lovers: https://www.instagram.com/yasminaswellnesscircle/

E-mail: [email protected]

www.thewellnesscircle.ie
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